| Summary: | 碩士 === 國立嘉義大學 === 管院碩士在職專班 === 102 === This study aimed to investigate the relationships between farm tourists’ motivations and fun experiences. The purposes are understand: (1) the relationships between travel motivations and fun experiences for the farm tourists; (2) the relationships between tourists’ attributions and tourism motivations or fun experiences; (3) the relationships between travel characteristic and tourist motivations or fun experiences. Flying Cow Ranch was chosen as the study area, and a non-random sampling method of purposive survey was adopted. SPSS statistical software package was used for data analysis processing, statistical methods include: descriptive statistics, variance analysis, correlation analysis, regression analysis, etc. A total of 500 questionnaires distributed, 477 questionnaires were returned (response rate: 95.4%), 442 valid questionnaires in total questionnaire, an effective response rate of 92.6%. The results revealed that: (1) differences in tourist motivations between demographic variables and travel characteristic variables are identified; (2) differences in fun experiences between demographic variables and travel characteristic variables are identified; (3) two dimensions of tourist motivation respectively have significant positive relationship with the three dimensions of the fun experience. The results provide suggestions about consumer behavior for farm industry, and understand the travel patterns of tourists and recreation experience in order to develop meaningful marketing planning.
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